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depends on the context...
i think as a general insult its relatively tame, as to label someone pretty much worthless (on par with loser, scumbag, etc.).
Casually among friends its virtually ignored, "oh is such a douche, he should really drink more often..."
In public its probably ignored, "Hey douchebag watch where you're going..." etc. or depends on the person on the receiving end...
If someone is getting in your face, tone of voice, looking for a fight any put down can prob start something. I almost got into a stomping match at work for someone calling me a "douchebag" (just having a bad day), called HR and ultimately quit as a result.
So its not like it doesnt have bite. 
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